Diverse Founder, Anita Thorpe
To celebrate 25 years of Diverse, staff and customers turn the spotlight on its founder, Anita Thorpe, to find out about her experience of running the business over the years, and her hopes for the future.
What inspired you to start Diverse?
Diverse was a hobby that grew. I had no great plan or grand vision when I started out; I just wanted to sell lovely things that put a smile on people's faces and reflected Brixton's multicultural vibe. The mission we have today - to provide a retail platform for artists and makers of colour - came later.
What's been your biggest challenge as a Black woman in business?
The racism, sexism and classism in the gift sector. It's less of an issue these days (or better hidden maybe) but there were definitely times when I knew if I weren't Black or a woman or based in Brixton, I'd have got the loan/the products/the agent's visit/the premises. I saw it for what it was and I never allowed it to stop me. Success is the best revenge.
And your greatest achievement?
Winning a RETA in 2023 (the card industry's award for retail excellence) was amazing! I've wanted to win one for so long. Diverse gets many compliments but to be recognised by your peers is special. We also won best retail shop in Brixton in 2023, and that also made me very proud.
I think the other thing I'm proud of is that I've been able to ride out the storms in retail over the years. When I opened my first little shop I never thought I'd still be trading 25 years later.
Why haven't you opened more shops?
Well, initially I dreamt of having a Diverse in every borough but the hunger for world domination soon evaporated once I realised what I'd taken on. Over time, I became content with just one shop that's run really well.
I've had offers to help me expand and I've seen a few vacant premises that are making me think about a second or even a third outlet, so it could still happen.
What do you think of the way Brixton has changed since you started?
The change has been incredible! Brixton's gone from being a location that was feared and reviled by people who didn't live and work here to now being this cool destination.
I'm not going to lie, it has helped my business but there have been many economic casualties, and I'm not sure what can be done about it because gentrification is sweeping across London.
I do think the spirit of traditional Brixton is still there though. I'm seeing local businesses and residents working to preserve that legacy by capturing it in art and publications, memorialising it in buildings and projects, educating young people about aspects of it, or simply by staying put for as long as they can.
As a Black-owned business, do you face any pressures from your own community?
I think when you're one of a few in a space in which your community is under-represented, ALL eyes are on you - not just your community's. Yes, my community has very high expectations of my business. I think it comes from a combination of really wanting me to succeed but also expecting me to fail because, while things are hard for all businesses, it's especially tough for Black-owned businesses.
What's been your most memorable experience?
Well, we've had quite a few famous people in over the years, and that's always exciting. I once bumped into my crush Idris Elba outside the shop! Nothing else got done that day.
I've also had some fascinating and unusual customers over the years. Lots of creatives and people with really interesting life experiences. And, of course, you always remember the big spenders - like the woman who came in back in the day and bought almost my entire stock of silver rings in one purchase (about £5k in today's money). And I never forget my longstanding customers, some of whom have become good friends. One customer unexpectedly left me £10k in her will. At the time I was about 3 months from closing down, so that was a real miracle!
But I've also had experiences that are memorable for all the wrong reasons. Like the time I was working my own and I was taken hostage by an angry customer. That was pretty scary.
What would you do differently if you had your time again?
Be less of a hands-on manager, as I created more work and stress for myself than I needed to. I'd also have a proper plan to help me scale, and an exit plan too.
What advice would you give to someone who wanted to start their own retail business?
Have a realistic plan, manage the money, stay close to your customers, don't be afraid to change or do things differently, and never stop learning. These are the main things that have helped me to stay in business.
So what's next for Diverse?
Well my priority is to crack the online side of things. I'd like the website to be as profitable as the shop. But I've also got my eye on other business opportunities, so watch this space....
Let's end with some quick-fire questions:
Gold or silver?
Silver every time.
Night out or night in?
After a long day in the shop, definitely a night in!
Plantin! You don't say moun-tain do you? :D